4. Kraft Foods

Kraft Foods’ worldwide brands include Oreo, Kraft, Maxwell House, Jell-O, Nabisco, and Velveeta, among many others. As a corporate entity, the Kraft brand is always morphing. In January of 2010, Kraft Foods bought Cadbury, the world’s second largest candy company. While Kraft is largely applying staid advertising techniques to market-leading brands, it’s taking risks with campaigns like Miracle Whip’s “We’re Not For Everyone”– which features the likes of James Carville, Amy Sedaris and Paul "DJ Pauly D" DelVecchio riffing on what they love, and hate, about the product. Kraft has had successes with digital media and content plays, including the iFood Assistant application and the Big Fork, Little Fork iPad application. Mary Beth West has been the company’s Chief Marketing Officer since 2007.